In 2007 Google began displaying “Universal Search” results . This was a big change in the way search results were delivered to viewers and it affected all web site owners that depend on Google traffic for their business.
What is Universal Search and why does it matter?
In the past, when a search term was entered into Google’s search field, the SE returned the web sites that best matched the query. So a particular site competed only with the other web sites vying for placement with the same keywords.
With the introduction of Universal Search, Google began displaying results that included other digital content such as video, images, news, books and blogs. Now the competition for valuable first page real estate grew much more fierce as websites not only had to compete with other web sites but also with digital media of all types.
Since Universal Search was introduced websites have a broader and more competitive playing field. To be successful with Universal Search, website owners need to broaden their reach to viewers using digital media such as Images, Video ( YouTube) , News ( Press Releases) , Social Media ( Facebook, Twitter) and Google Maps.
In the new era of Universal Search, business need to be proactive in using these opportunities to stay ahead of the competition.